Many Super Bowl Ads Taking More Mature Approach, Working On Building Image

January 30, 2014

The ads scheduled to run during Super Bowl XLVIII "promise something surprising: Maturity," according to Mae Anderson of the AP. There "won't be any close-up tongue kisses" in GoDaddy's ad, nor will there be "half-naked women running around in the Axe body spray spot." VCU creative brand management professor Kelly O'Keefe said, "We're seeing sophistication come to the Super Bowl. Not long ago, almost everything seemed to be about beer or bros or boobs." Experts said that companies are "using the ads to build their image, rather than just grab attention for one night." Anderson noted while the "old adage asserts that 'sex sells,' experts say companies realize that watchers have grown bored with sophomoric humor and other obvious shock tactics" (AP, 1/29). Meanwhile, ESPNW's Kelley Carter wrote in a continuation of a trend over the "past few years, we're seeing several advertisements geared toward women." The "trend from the ladies and gentlemen of Madison Avenue has been clear: Cater to women. A great deal." Previous Super Bowl ads have been "criticized for being sexist and pandering to the female audience," but "smartly, advertisers are tapping into what drives the holders of the purse strings" (ESPNW.com, 1/29). Click here for a preliminary list of Super Bowl XLVIII advertisers during the game telecast on Fox (THE DAILY).

LIKE A ROLLING STONE: BILLBOARD's Andrew Hampp reported while Chobani's Super Bowl ad was released online Tuesday and features Bob Dylan’s song "I Want You," another Dylan-related spot will be "airing on Sunday, this time starring the man himself." Sources said that Dylan will "star in a new commercial for Chrysler." An as-yet-unidentified track from Dylan’s catalog "will provide the soundtrack for the commercial." Dylan’s Chrysler spot is "expected to advertise" Chrysler's new 200 model (BILLBOARD.com, 1/28).

OTHER AD DETAILS: The HOLLYWOOD REPORTER's Debbie Emery reports talk show host Ellen DeGeneres will star in a "fairy tale-themed commercial" for Beats Music. The ad opens with a "caped female figure heading into a party, where guests with owl and pig heads mingle outside a building called The Woods" (HOLLYWOODREPORTER.com, 1/30). Meanwhile, VARIETY's Marc Graser reported Paramount Pictures has "purchased a Super Bowl spot to promote" film director Darren Aronofsky’s "Noah," which debuts in theaters March 28. The studio plans to show the ad "before kick-off, after the national anthem." Paramount also has a "commercial for Michael Bay’s 'Transformers: Age of Extinction'" that will air during the game (VARIETY.com, 1/29).

GOING LOCAL: In San Diego, Katherine Poythress notes QSR Jack in the Box will run a regional ad "slated to air in 46 television markets during the third quarter" of the Super Bowl to promote its new Bacon Insider burger. The limited-edition burger "boasts bacon mixed into the beef patty, sandwiched on both sides by slices of bacon and smothered in bacon mayonnaise" (SAN DIEGO UNION-TRIBUNE, 1/30)....The Univ. of Akron for the 16th time has "bought regional airtime" to promote the school. The spot, "once again narrated by UA President Luis Proenza, features research and art scenes and incorporates a fiery, bouncing orb" (AKRON BEACON JOURNAL, 1/30)....San Antonio-based grocery chain H-E-B yesterday "leaked its full-length advertisement" for the game. The ad, which features Fox' Troy Aikman, is "set for broadcast between the third and fourth quarters" in13 Texas markets (SAN ANTONIO EXPRESS-NEWS, 1/30).

CTV SELLS OUT IN CANADA: The HOLLYWOOD REPORTER's Etan Vlessing reported CTV has "sold out its ad inventory" for the game. The Canadian broadcaster "secured an average C$168,000 ($150,500) for 30 seconds of commercial airtime," up 2% from last year. CTV will air Fox' feed of the game live, but the network will "swap out American ads and replace them with high-profile Canadian commercials from major local brands like Labatt Breweries, Ford of Canada, McDonald's and Nissan Canada" (HOLLYWOODREPORTER.com, 1/28).
TIME IS ON MY SIDE: Also see data in today's issue from Kantar Media on recent trends for Super Bowl ad costs, lengthier spots and percentage of company ad budgets dedicated to Super Bowl spots (THE DAILY).